How Much Would You Pay to Have Simon Cowell Sip Your Drink?

In an article in Brand Curve, a professional Marketing/ Branding blog, blogger Susan Gunelius discusses the outrageous cash brands are paying for thier products to be featured in speciif tv shows or movies in her post "Ford, Coke & AT&T Pay More to Sponsor American Idol"

It goes to show that American Idol is still "hot", and when the new season kicked off, the same three major sponsors were on board at a needless to say hefty price. Ford, Coca Cola and AT & T have all signed on as sponsors again paying $35 million each to have their brand name and products featured on American Idol. This price is up from the $30 million they forked over last season.

That money however allows Ford, Coke and AT&T to air their commercials during the show, post online content about the show and their sponsorship, as well as run off-air co-branded marketing programs. Even though most of the marketing plans and programs will remain similar to prior seasons, Ford said t will promote its Ford Escape Hybrid, Ford Edge crossover vehicle and its new Sync voice-activated systems more this season, and the top two finalists will receive Ford hybrids rather than Ford Mustangs as they have in prior seasons. This makes the environmentally conscious happy, as" it’s great to see a focus on a more eco-friendly vehicle."

Morover, Nestle will be joining American Idol for another year as an off-air sponsor. The brand will hold a $1 million interactive sweepstakes tied to their packages, and to an online element. the off-air sponsorship pricetag for this season haven't been revealed yet, but last season, off-air sponsors reportedly paid $1 million to have their brand names associated with the "all-powerful American Idol brand."

Many find it obnoxious to see the judge's cups with the Coke logo turned facing the camera in an obvious way, as well as interruptions from the singing show to Ford commercials, and excited idols singing around a car. The public has become very aware of these efforts, and we are not blind consumers, we are avid ones. We know very well that Simon, Paula and Randy don't bring those Coke cups from the hotel, and we are also aware that Ford isn't just being kind with free car giveaway. WE KNOW. That doesn't mean however that product placement isn't effective. It increases brand awareness, and sends us subliminal messages, and keeps the product/brand fresh in our minds. These brands aren't just paying millions for nothing. They could get a billboard for hundreds, but they know the dealio.